The Effect of Gender and Product Categories on Consumer Online Information Search

This article analyzes clickstream data collected from a popular online retailer to observe actual consumers’ information search behavior considering both gender and product categories. The results show, compared with males, females tend to be comprehensive processors, searching for more product information such as customer reviews and using various types of decision tools more while shopping online. Besides, unlike males, females searched more information and used decision tools significantly more when shopping for experience goods than when shopping for search goods. These results will help theorists and practitioners to better understand and predict consumer behavior in the online context.



Citation:

Jooyoung Park, Yeosun Yoon, and Byungtae Lee (2009) ,"The Effect of Gender and Product Categories on Consumer Online Information Search", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 232-233.

Authors

Jooyoung Park, Korea Advanced Institute of Science, Korea
Yeosun Yoon, Korea Advanced Institute of Science, Korea
Byungtae Lee, Korea Advanced Institute of Science, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

When News Gets Personal: The Evolution of Content in the Successive Retelling of Events

Shiri Melumad, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Ani Nenkova, University of Pennsylvania, USA

Read More

Featured

How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

M6. Approaching Negative Experience

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.